Hogni Fridriksson
Independent Marketing Consultant at Hauring MedTech Market Fit- Claim this Profile
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German -
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Icelandic -
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Swedish -
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English Native or bilingual proficiency
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Spanish Elementary proficiency
Topline Score
Bio
David Sheehan
It has been a pleasure working with Hogni who was instrumental from the get-go to develop a US market entry strategy for our latest range of lower extremity products for the orthopaedic and wound care market segments. Hogni’s assignment included meeting KOLs in the U S and Europe and market stakeholders, defining our product offering & positioning, determining market fit and demand potential, reimbursement strategy, pricing, and creation of a value proposition canvas for each product type and each target market segment. This resulted in a compelling value proposition for our products and high-level marketing strategy that is guiding us as we prepare for market launch. Hogni has a great talent in sales and marketing, is resourceful, professional, diplomatic and takes a pragmatic approach to finding out what really needs to be known, and only expends time, energy and money on what actually needs to get done to deliver results. Hogni’s years of experience in business development and sales and marketing of orthopaedic products and medical devices enables him to provide his unique perspective especially as it relates to strategic positioning and market entry. I learned a lot working with Hogni and he comes with my highest recommendation.
Karyn Ross
We approached Hauring Medical Product Management to do a product/market fit analysis for our new medical technology in the USA. We were impressed by Hogni, his proactiveness and openness. He is knowledgeable in the field, with expertise in reimbursement codes, has excellent contacts and provided a detailed and useful document that has allowed us to understand the US landscape. He was very efficient, professional and delivered according to deadlines.
Steven Kamm
Hogni has a seasoned ability to identify the root of any business challenge presented to him. Whether it be strategic planning, market development, or product management, he can identify the best path forward and relate it to his team in simple, actionable steps. He continues to contribute at the highest level on any team he joins, either through his professional experience or his ability to support and lead his team members. I have very much enjoyed my time and professional development while working with Hogni. It is rare to find a "mentor" but this is one of his strengths as well as his passion. His management style is supportive and encouraging, but he also expects results and is clear on what needs to be accomplished. I am well-prepared and confident for the next level in my career because of the skills he has helped me develop. Hogni is a LEADER in the best definition of that word. Given the opportunity, I would readily join his team again.
David Sheehan
It has been a pleasure working with Hogni who was instrumental from the get-go to develop a US market entry strategy for our latest range of lower extremity products for the orthopaedic and wound care market segments. Hogni’s assignment included meeting KOLs in the U S and Europe and market stakeholders, defining our product offering & positioning, determining market fit and demand potential, reimbursement strategy, pricing, and creation of a value proposition canvas for each product type and each target market segment. This resulted in a compelling value proposition for our products and high-level marketing strategy that is guiding us as we prepare for market launch. Hogni has a great talent in sales and marketing, is resourceful, professional, diplomatic and takes a pragmatic approach to finding out what really needs to be known, and only expends time, energy and money on what actually needs to get done to deliver results. Hogni’s years of experience in business development and sales and marketing of orthopaedic products and medical devices enables him to provide his unique perspective especially as it relates to strategic positioning and market entry. I learned a lot working with Hogni and he comes with my highest recommendation.
Karyn Ross
We approached Hauring Medical Product Management to do a product/market fit analysis for our new medical technology in the USA. We were impressed by Hogni, his proactiveness and openness. He is knowledgeable in the field, with expertise in reimbursement codes, has excellent contacts and provided a detailed and useful document that has allowed us to understand the US landscape. He was very efficient, professional and delivered according to deadlines.
Steven Kamm
Hogni has a seasoned ability to identify the root of any business challenge presented to him. Whether it be strategic planning, market development, or product management, he can identify the best path forward and relate it to his team in simple, actionable steps. He continues to contribute at the highest level on any team he joins, either through his professional experience or his ability to support and lead his team members. I have very much enjoyed my time and professional development while working with Hogni. It is rare to find a "mentor" but this is one of his strengths as well as his passion. His management style is supportive and encouraging, but he also expects results and is clear on what needs to be accomplished. I am well-prepared and confident for the next level in my career because of the skills he has helped me develop. Hogni is a LEADER in the best definition of that word. Given the opportunity, I would readily join his team again.
David Sheehan
It has been a pleasure working with Hogni who was instrumental from the get-go to develop a US market entry strategy for our latest range of lower extremity products for the orthopaedic and wound care market segments. Hogni’s assignment included meeting KOLs in the U S and Europe and market stakeholders, defining our product offering & positioning, determining market fit and demand potential, reimbursement strategy, pricing, and creation of a value proposition canvas for each product type and each target market segment. This resulted in a compelling value proposition for our products and high-level marketing strategy that is guiding us as we prepare for market launch. Hogni has a great talent in sales and marketing, is resourceful, professional, diplomatic and takes a pragmatic approach to finding out what really needs to be known, and only expends time, energy and money on what actually needs to get done to deliver results. Hogni’s years of experience in business development and sales and marketing of orthopaedic products and medical devices enables him to provide his unique perspective especially as it relates to strategic positioning and market entry. I learned a lot working with Hogni and he comes with my highest recommendation.
Karyn Ross
We approached Hauring Medical Product Management to do a product/market fit analysis for our new medical technology in the USA. We were impressed by Hogni, his proactiveness and openness. He is knowledgeable in the field, with expertise in reimbursement codes, has excellent contacts and provided a detailed and useful document that has allowed us to understand the US landscape. He was very efficient, professional and delivered according to deadlines.
Steven Kamm
Hogni has a seasoned ability to identify the root of any business challenge presented to him. Whether it be strategic planning, market development, or product management, he can identify the best path forward and relate it to his team in simple, actionable steps. He continues to contribute at the highest level on any team he joins, either through his professional experience or his ability to support and lead his team members. I have very much enjoyed my time and professional development while working with Hogni. It is rare to find a "mentor" but this is one of his strengths as well as his passion. His management style is supportive and encouraging, but he also expects results and is clear on what needs to be accomplished. I am well-prepared and confident for the next level in my career because of the skills he has helped me develop. Hogni is a LEADER in the best definition of that word. Given the opportunity, I would readily join his team again.
David Sheehan
It has been a pleasure working with Hogni who was instrumental from the get-go to develop a US market entry strategy for our latest range of lower extremity products for the orthopaedic and wound care market segments. Hogni’s assignment included meeting KOLs in the U S and Europe and market stakeholders, defining our product offering & positioning, determining market fit and demand potential, reimbursement strategy, pricing, and creation of a value proposition canvas for each product type and each target market segment. This resulted in a compelling value proposition for our products and high-level marketing strategy that is guiding us as we prepare for market launch. Hogni has a great talent in sales and marketing, is resourceful, professional, diplomatic and takes a pragmatic approach to finding out what really needs to be known, and only expends time, energy and money on what actually needs to get done to deliver results. Hogni’s years of experience in business development and sales and marketing of orthopaedic products and medical devices enables him to provide his unique perspective especially as it relates to strategic positioning and market entry. I learned a lot working with Hogni and he comes with my highest recommendation.
Karyn Ross
We approached Hauring Medical Product Management to do a product/market fit analysis for our new medical technology in the USA. We were impressed by Hogni, his proactiveness and openness. He is knowledgeable in the field, with expertise in reimbursement codes, has excellent contacts and provided a detailed and useful document that has allowed us to understand the US landscape. He was very efficient, professional and delivered according to deadlines.
Steven Kamm
Hogni has a seasoned ability to identify the root of any business challenge presented to him. Whether it be strategic planning, market development, or product management, he can identify the best path forward and relate it to his team in simple, actionable steps. He continues to contribute at the highest level on any team he joins, either through his professional experience or his ability to support and lead his team members. I have very much enjoyed my time and professional development while working with Hogni. It is rare to find a "mentor" but this is one of his strengths as well as his passion. His management style is supportive and encouraging, but he also expects results and is clear on what needs to be accomplished. I am well-prepared and confident for the next level in my career because of the skills he has helped me develop. Hogni is a LEADER in the best definition of that word. Given the opportunity, I would readily join his team again.
Experience
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Hauring MedTech Market Fit
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United States
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Medical Equipment Manufacturing
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1 - 100 Employee
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Independent Marketing Consultant
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Sep 2018 - Present
Hauring MedTech Market Fit will help your MedTech company clearly determine product/market fit, and the optimal sales and marketing strategy. We combine outcome-focused customer interviews and observations with creative product management frameworks, giving you a clear strategic direction that can transform your business. Thinking of bringing a medical product or service to market? We would love to assist you. Feel free to reach out to me 949.365.6685 or hogni@hauring.com. Hauring MedTech Market Fit will help your MedTech company clearly determine product/market fit, and the optimal sales and marketing strategy. We combine outcome-focused customer interviews and observations with creative product management frameworks, giving you a clear strategic direction that can transform your business. Thinking of bringing a medical product or service to market? We would love to assist you. Feel free to reach out to me 949.365.6685 or hogni@hauring.com.
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NuVasive
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United States
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Medical Device
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700 & Above Employee
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Sr. Director of Marketing- Specialized Orthopaedics
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2014 - 2018
Responsible for product/market fit, go-to-market strategy, branding, sales and marketing materials, direct marketing channels and public relations for key product launches and campaigns. Joined Ellipse in 2014, the developer of the MAGEC Spinal rod for early onset scoliosis and the PRECICE Limb Lengthening System. Successfully acquired by NuVasive for $410M in 2016. Drove International market to 10% above the $30M quota by successfully launching PRECICE OPTY-LINE a new device for early knee osteoarthritis in the UK, Germany and Poland. Successfully launched new cosmetic limb lengthening product by collaborating with surgeon KOLS and R&D to quickly define customer needs, value proposition and technical specifications Attained company goal of 20 study subjects enrolled in six months by leveraging first in human results to recruit surgeons in the UK, Germany and Poland. Show less
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Freedom Innovations Collection (by PROTEOR USA)
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United States
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Medical Equipment Manufacturing
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1 - 100 Employee
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Director of Marketing & Clinical Services
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2013 - 2014
Responsible for product management and marketing - including go-to-market strategy, branding, sales and marketing materials, direct marketing channels and public relations for key product launches and campaigns - of smart technology products and professional education for prosthetists, including Increased SMART Technology growth from 5% to above market growth of 17% by launching the smarter, stronger, submersible Plié 3 Microprocessor Knee. Developed and Implemented consistent messaging to the customer by standardizing presentations and online modules and training Clinical Prosthetists and Sales Managers on the new approach. Show less
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Össur
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Iceland
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Medical Equipment Manufacturing
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700 & Above Employee
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Director of Product Management
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2011 - 2013
Responsible for global upstream product management for orthopedic bracing & supports products and functional outcomes research. Achieved 16% growth in critical business segments by launching five new products in 2013. Increased product attainment from 50% to 84% in one year by using outcome-driven innovation to better address customer needs. Restructured complex 9000 SKU and 400+ product portfolio, into four defined business segments, increasing efficiency by discontinuing over 700 SKUs Show less
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Johnson & Johnson
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United States
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Hospitals and Health Care
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700 & Above Employee
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Group Product Director, Shoulder Marketing
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2008 - 2011
Managed four direct reports responsible for US marketing WW strategic marketing and product management of market-leading shoulder brands. Duties include strategic marketing planning and execution, upstream product development, professional education planning, budgeting and marketing team development.Improved critical business segment from 0% growth in 2008 to 26% in 2010 by developing and executing three-year strategic marketing planReceived Global Standard of Leadership award for recall of Delta XTEND Humeral Cups exchanging all inventory in one month with no impact on customers.Successfully met core business commitments for three consecutive years.Elected to DePuy All-Start Hall of Fame in 2009 for superior sales support. Show less
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Product Director
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2004 - 2008
Responsible for the launch and product management of shoulder brands. Duties included development and execution of strategic business plans and management of department resources to create marketing materials and promotional items. Collaborated with surgeon leaders on education, product development and creation of literature. Product and project responsibility included the Delta CTA Reverse Shoulder System, Delta XTEND Reverse Shoulder System, Platform Shoulder, Minimally Invasive Shoulder and Resurfacing for Cuff Tear Arthropathy.Achieved 55% sales growth by leading cross functional Delta XTEND team to on time launch.Grew sales by 230% from 2004 to 2006 by launching Delta CTA the first reverse shoulder system in the US. Show less
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Product Consultant
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2003 - 2004
Created and built product sales territory from scratch in startup company. Customers included outpatient and in-patient rehabilitation facilities, Veteran’s Administration hospitals and patient advocacy groups.Member of Region of the Year and fourth iBOT representative nationally.
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Education
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Duke University - The Fuqua School of Business
MBA, Marketing, Health Sector Management -
University of Iceland
Bachelor of Science (BSc), Physical Therapy/Therapist
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